From brand image to purchase activation: 4 stumbling blocks in brand communication
Again and again, brand managers underestimate the simple fact that brands are first and foremost created in th...
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Successful internationalization strategy of brands – It’s all about the right start!
Despite the protectionist demeanor in Washington D.C., German companies have realized record investments abroa...
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Personalized Campaigns: How and why they make all the difference
Faced with a rapidly transitioning media landscape and customers who are more selective in what they read and ...
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Brand Building Steps and Marketing in Key Emerging Markets – Part XII
Acquisition and Revitalization of Local Brands Welcome back to our series on the 25 strategies that will suppo...
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Targeting Stakeholders: Stakeholders Communication during M&A Deals
If you want to study corporate stakeholder communication over the course of M&A deals as well as other cha...
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Lean Corporate Communications – Adding Value Through the Creative Value Chain
Adding value while minimizing waste. This is the prevailing maxim on lean management. Starting in the 1990s, t...
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Brand New World: The Paradigm Shift in B2B Communications – Part IV
The Business world is firmly focusing on digital transformation. Companies are feverishly assessing and recons...
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How Artificial Intelligence revolutionizes Marketing
Artificial intelligence (AI) is designed to operate self-driving cars. It is developed to steer robo-journalis...
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CEO Positioning: How the Boss can Support Your Brand
When Forbes presented its latest annual list of the world´s 10 most powerful CEOs in December 2016, it was a....
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Brand New World: The Paradigm Shift in B2B Communications – Part II
The Business world is firmly focusing on digital transformation. Companies are feverishly assessing and recons...
